How to Build a Brand that Stands the Test of Time & Facilitates a Profitable Pivot
Hi again and welcome to another post about – you guessed it – pivoting! I’m continuing to pull on this thread as there’s so much to know about pivoting your online business. It’s an important topic, so let’s dive back into it.
This post is going to revolve around cohesively keeping your brand while pivoting. If you’re at the point where you know you want to pivot in some capacity but you’re not sure how to do it, this is the post for you! I’ll talk about powerful pivot execution and how you can do it all while staying true to your brand.
My Experience with Pivoting
I have had the same business brand throughout my online business journey, even through some serious pivots. Since 2017, I’ve been true to my brand, which I believe has offered me a lot of ease in pivoting.
Although my brand started somewhat unintentionally, #PrettyAwkward has been with me for a long time. I was first in Network Marketing and then fitness coaching and then my brand followed me through my 2018 pivot, which brought me to online business coaching.
This was a totally different service and client, but the same brand. My overall message, though, remained the same. It revolved around not feeling alone.
As you may know about me, I am a HUGE Harry Potter fan. You’re probably wondering, well what does that have to do with your business journey and pivoting? Well, my friends, it goes to say that although I love Harry Potter so much, it’s not my brand. You don’t go to my website or social media and see brown and red branding.
But Harry Potter resonates so much with my essence because of the brand. That’s because that series attracts a lot of people who feel like misfits or have the feeling of not belonging. So, they’re looking for a place where they can be their true self without fear of judgment. Enter – #PrettyAwkward.
My message of not feeling alone has staying power no matter what my business is. It resonates with my audience and it’s truly the essence of my brand. Next, let’s talk about how you can implement a brand with that same reach and staying power.
How Can You Build a Brand that Pivots
So now that I’ve talked about my own brand and its pivoting with ease, you may be wondering how you can build one of your own that will do the same. To help you get started, I want you to do the stand for/stand against exercise. Take out a pen and paper or get the notepad on your phone ready.
First, write out what you stand against in your life. You may want to start with some of the values that you stand FOR and that will help you determine what you stand against, as it’ll be the opposite of these things.
After you figure out what you’re passionately against, you can also think through what you’re passionately for and why you feel that way.
Then, do the same exercise in your current industry. A lot of what you discover here will transfer to other industries. For me, one of the things in my industry that I stand against is plagiarism, or when people copy others. The opposite is what I stand for – complete, unapologetic originality. See how that works?
For this part, think about things you see in your industry that you like and don’t like as inspiration. It’ll help a lot and you’ll be interested to see what you come up with.
Another exercise to complete to figure out your brand that will transcend business pivots is as follows. The first part is to reflect on your personality – how do you want people to feel after interacting with you?
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Next, you want to collect some data from people that are close to you. How do your friends see you? What are your good and bad traits? What do your friends love about you and what annoys them?
Next, when you think about your personality and your brand, how do you create something that really feels like you? Because when you do that, it makes it way easier to show up for your brand and your business overall.
From these reflections and questions, take note of what qualities and traits are repeated a lot, as these say a lot about you.
The next part of this exercise is to examine your lifestyle. Conveying your lifestyle properly in your brand will help you to cultivate deep connections to people that live their lives similarly. That way, these people may stay with your business through pivots.
Think about your identities here – are you a mom, a wife, what are your hobbies? This will help you showcase things about you that will give your audience something to connect with you on.
While your brand will evolve and change, your personality and lifestyle don’t have to. They can stay relatively static – although you will evolve – and allow you those important connections.
Part three of this exercise is to consider your expertise. This may change over time, but it’s important to examine nonetheless. Ask yourself, what do you want to be known for within your industry? What could you rant about all day? What are the offers you’re selling and what specific expertise needs to be highlighted within these?
This exercise helps a lot because it allows you to zero in on what’s unique about you and what you have to offer.
But, let’s take this a step further for step number four – the final step – of this exercise. Ask yourself, how do you do it differently from others in your industry or from the industry as a whole? What’s your approach? This is something that can almost always stand the test of time when you pivot.
Your approach will probably evolve every time but it directly relates to who you are and your values as a person.
Reflection Helps Build a Brand that Pivots Well: The Bottom Line
These exercises may seem like a lot, but I promise you that they are worth your time and effort. Learning about yourself helps you to build an authentic brand that will cultivate lasting connections. And, this will allow your brand to pivot with you, which is a huge part of successfully making these big changes in your online business.
Profitable pivots mean taking the more challenging route sometimes and not falling victim to those tempting shortcuts. I’ve had success pivoting – largely due to my brand and messaging remaining the same. Do not skip this important first step towards your profitable pivot!
Thanks so much for reading!
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